Analysis Of NIKE Internet Marketing
Academic year: 2014/2015
Course: Market research 2
Assignment title: Nike Internet Analysis
Lecturer: Sebastiaan Boussauw
Undersigned declare(s) :
- to be the original author(s) of the attached document;
- to agree with the content of the attached document;
Names: Emmanuel Oni
Date : 12th March 2015
Overview
Bill Bowerman and Phil Knight established the American conglomerate Nike on 25th January 1964. Originally the company was called Blue Ribbon Sports, Inc. as a distributer of Japanese running shoes manufacturer, Tiger; a subsidiary of the Onitsuka Company, from the back of Phil Knights car. It opened its first retail store in Santa Monica, California in 1966. It formally became Nike, Inc. on 30th May 1973 and in December 1980 the company went public, with its first listing on the New York Stock Exchange (NYSE). (Hatfield, 2003). The world headquarters are located in Beaverton, Oregon and the EMU (Europe, Middle East and Africa) headquarters is based in Hilversum, The Netherlands. Today Nike is sold in roughly 18,000 retail outlets in the United States alone and in over 140 countries worldwide (Nike, Inc., 2015).
The name Nike (pronounced ni-key) is derived from the Mythological Ancient Greek Goddess of victory also of the same name; she symbolised victorious encounters, and is believed to have overseen many of histories earliest battles. In 1971 Phil Knight asked Advertising student Caroline Davidson to design a logo, which could go on the side of a shoe. She was paid $35 for her creation of the SWOOSH logo. It is said to represent the wing of the goddess, and personifies her spirt, which "inspired the most courageous warriors at the dawn of civilisation". (Hincker, 1997). The ubiquitous 'swoosh ' logo and "Just do it" slogan are both registered with the U.S Patent and Trademark Office.
Nike is predominantly involved in the design, development and worldwide marketing of footwear, apparel, equipment and accessory
Course: Market research 2
Assignment title: Nike Internet Analysis
Lecturer: Sebastiaan Boussauw
Undersigned declare(s) :
- to be the original author(s) of the attached document;
- to agree with the content of the attached document;
Names: Emmanuel Oni
Date : 12th March 2015
Overview
Bill Bowerman and Phil Knight established the American conglomerate Nike on 25th January 1964. Originally the company was called Blue Ribbon Sports, Inc. as a distributer of Japanese running shoes manufacturer, Tiger; a subsidiary of the Onitsuka Company, from the back of Phil Knights car. It opened its first retail store in Santa Monica, California in 1966. It formally became Nike, Inc. on 30th May 1973 and in December 1980 the company went public, with its first listing on the New York Stock Exchange (NYSE). (Hatfield, 2003). The world headquarters are located in Beaverton, Oregon and the EMU (Europe, Middle East and Africa) headquarters is based in Hilversum, The Netherlands. Today Nike is sold in roughly 18,000 retail outlets in the United States alone and in over 140 countries worldwide (Nike, Inc., 2015).
The name Nike (pronounced ni-key) is derived from the Mythological Ancient Greek Goddess of victory also of the same name; she symbolised victorious encounters, and is believed to have overseen many of histories earliest battles. In 1971 Phil Knight asked Advertising student Caroline Davidson to design a logo, which could go on the side of a shoe. She was paid $35 for her creation of the SWOOSH logo. It is said to represent the wing of the goddess, and personifies her spirt, which "inspired the most courageous warriors at the dawn of civilisation". (Hincker, 1997). The ubiquitous 'swoosh ' logo and "Just do it" slogan are both registered with the U.S Patent and Trademark Office.
Nike is predominantly involved in the design, development and worldwide marketing of footwear, apparel, equipment and accessory
References: Carton, Sean. (2003). “Applications, Not Ads.” ClickZ Today. [online] Available from: http://www.clickz.com/clickz/column/1694161/applications-not-ads. Last accessed 11/03/2015 Hatfield, Stefano Herzog, Boaz. (2003). “Nike Scores Endorsement Deal with Lakers Kobe Bryant.” The Oregonian. [online] Available from: http://www.highbeam.com/doc/1G1-104130434.html . Last accessed 09/03/2015 Hincker, Anon Jackson, Adam. (2001). “Online Advertising: On the Brink of a New Era?” ClickZ Today [online] Available from http://www.clickz.com/clickz/column/1695768/online-advertising-on-brink-new-era . Last accessed 11/03/2014 Narisetti, Raju. (1998). “Technology (A Special Report): Pieces of the Puzzle --- New and Improved: Ad experts talk about how their business Will be transformed by technology.” Wall Street Journal. Nike, Inc. (2015). “Company Profile”. [online] Available from: http://about.nike.com/pages/company-profile. Last accessed 10/03/14. Olsen, Andrew. (2011). “Internet Marketing Strategy: Nike Corporation”. [online] Available from: http://www.slideshare.net/APOlsen77/internet-marketing-startegy-for-nike. Last accessed 12/03/15 Ozanian, Mike Sage, Alexandria. (2008). “Nike profit up but shares tumble on U.S. concerns”. [online] Available from: http://uk.reuters.com/article/2008/06/26/business-nike-results-dc-idUKWNAS924120080626. Last accessed 09/03/2015 Silverstar, Inc